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Unveiling the Future: Email Marketing Latest Trends 2023

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  • Post last modified:19 December 2023

Email marketing in 2023 is a game-changer. This blog post unveils email marketing’s latest trends and statistics that are reshaping its landscape. Discover how to leverage these insights for maximum impact. Stay ahead in the ever-evolving world of digital marketing.

Trend 1. User Statistics and Engagement

  • The number of global email users is expected to reach around 4.37 billion in 2023, growing to 4.59 billion by 2025.
  • Daily, 347.3 billion emails are sent and received globally, a number projected to grow to 392.5 billion by 2026.
  • The majority of email views (41%) come from mobile devices, followed by desktop computers (39%).
  • The average professional checks their email 15 times per day, and 99% of email users check their inbox every day.
  • Around 22% of all email marketing campaigns are opened within the first 60 minutes of sending​​.
Email Usage Trends 2023 to 2026

Trend 2. Email Marketing Effectiveness

  • 87% of B2C marketers leverage automation in their email marketing strategy.
  • 29% of marketers consider email marketing to be the most effective marketing channel.
  • For every U.S. dollar spent on email marketing, there is an expected return of up to 45 U.S. dollars.
  • Quality assurance, A/B, and spam testing in email marketing can lead to a 28% higher ROI.
  • 59% of B2B marketers stated that email is their top channel for revenue generation​
Email Marketing Effectiveness

Trend 3. Consumer Preferences and Behavior:

  • A significant percentage of each generation considers email the most personal channel of communication with brands: 74% of baby boomers, 72% of Gen X, 64% of millennials, and 60% of Zoomers.
  • The top email marketing campaign strategies are subscriber segmentation, message personalization, and email automation.
  • Consumers in the U.S. mainly discover coupons from brands through email​​​​.
Consumer Preferences and Behavior diagram

Trend 4. Technology and AI Integration:

  • 95% of marketers who use generative AI for email creation rate it as “effective”, and 43% find it most helpful for creating emails.
  • 38% of marketers who use AI employ it for writing emails​​.
Marketers Rating AI as Effective95%
AI Most Helpful for Creating Emails43%
AI Used for Writing Emails38%

Trend 5. Email Marketing Budget and Resource Allocation:

  • 37% of brands are increasing their email marketing budget.
  • Segmented emails drive 30% more opens and 50% more click-throughs than unsegmented ones​​​​.
Brands Increasing Email Marketing Budget37%
Increase in Opens with Segmented Emails30% more than unsegmented
Increase in Click-Throughs with Segmented Emails50% more than unsegmented

Trend 6. Mobile Optimization in Email Marketing:

  • A significant 55% of emails are opened on mobile devices, indicating the importance of mobile optimization in email marketing strategies.
  • Mobile-responsive email designs can increase unique mobile clicks by up to 15%.
  • With nearly 55% of global website traffic generated from mobile devices (excluding tablets), mobile-friendly emails have become a necessity.
  • The most popular email clients are Apple iPhone’s native email app and Gmail, highlighting the need for compatibility with these platforms​​.
Emails Opened on Mobile Devices55%
Increase in Unique Mobile Clicks with Responsive DesignUp to 15%
Global Website Traffic from Mobile DevicesNearly 55% (excluding tablets)
Popular Email ClientsApple iPhone’s native email app and Gmail

Trend 7. Email Marketing Automation and Personalization:

  • A substantial 87% of B2C marketers incorporate automation in their email marketing strategies.
  • Personalization is increasingly critical, with 60% of retail, e-commerce, and consumer goods and services companies personalizing emails based on past purchases, up from 38% in 2019.
  • Welcome emails are particularly effective, with over 80% open rates, generating 4x as many opens and 10x as many clicks compared to other email types.
  • Abandoned cart emails, a form of targeted automation, convert 3x more than other automated emails​​.
Email marketing automation and personalization trends

Source: Mailbutler, blog.hubspot

In wrapping up, it’s clear that the realm of email marketing is on a dynamic path, with 2023 bringing its own set of innovative trends and challenges. As we’ve explored, adapting to these changes is not just beneficial but essential for any marketer aiming to thrive in the digital space. Therefore, it’s crucial to stay up-to-date with these email marketing trends as the year unfolds.

Remember, your ability to evolve with these trends and leverage them creatively can significantly enhance your engagement and overall success. So, keep your strategy flexible, and your insights sharp, and continue to explore the ever-changing landscape of email marketing in 2023.

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